I think they looked at these demographics and realized 'It's a dream market and we have to fight for it.' " "They want folks who can afford the expensive shows and restaurants. The former executive director of the International Gay and Lesbian Travel Association. "Vegas has come to realize and respect the power of the gay and lesbian dollar," says The city's hotel supply is expected to grow 5.8% each year through 2011, according to a Bear Stearns analysis. The fight for gay and lesbian tourists also reflects a major shift in Vegas culture, as the casino industry continues to remake itself into an upscale, luxury destination with an ever-growing menu of pricey gourmet restaurants, spas and opulent hotels. Now, Vegas casinos, clubs, hotels and spas are marketing themselves as "gay friendly," with ad campaigns in gay media such as OutTraveler and Advocate magazines and cable channel Logo featuring images of same-sex couples holding hands at romantic dinners, and checking into hotel rooms together.
"That was a key statistic that caught our attention," says Michael Weaver, vice president of marketing for Bally's, Paris Las Vegas and the Rio - all owned by Harrah's. Started marketing to the gay and lesbian community 18 months ago after research showed gay men spend an average of 30% more than their straight counterparts when traveling. According to research from Community Marketing Inc., a gay and lesbian market-research company, gay and lesbian travel accounts for $55 billion of the overall U.S. But the gay-targeted campaign intensified as casino-commissioned market studies showed the gay and lesbian travel market to be among the most lucrative. Las Vegas began courting the gay community a few years ago as part of a broader effort to target a range of minority audiences.
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Some resorts have mandated sensitivity programs to teach employees how to make gay and lesbian travelers feel welcome. Major properties on the Las Vegas Strip are now offering lavish commitment ceremonies to same-sex couples (though same-sex marriage is illegal in Nevada), as well as special hotel and entertainment packages geared specifically toward gay and lesbian travelers. The juxtaposition of such divergent groups is likely to become more common as the gambling mecca, after years of ignoring the gay and lesbian market, courts it with vigor.